The Civic Service Agency is launching its new communication campaign on Monday, May 13th, to recruit Civic Service volunteers.
The goal: to encourage youth from all backgrounds to embrace the positive, accessible, and rewarding experience that Civic Service offers for themselves and others.
Highly favored by young people, Civic Service has become well integrated into the French landscape and is proving more useful and popular than ever. Over the past 14 years, the Civic Service Agency has enabled more than 750,000 young individuals to undertake compensated missions serving others.
“The essence of Civic Service is to build the society of engagement we desire. Civic Service equips youth with the means to fulfill themselves by reaching out to others. This is especially true with ecological Civic Service, which allows contributing to a challenge of the century.”
Sarah El Haïry, Deputy Minister in charge of Childhood, Youth, and Families.
To connect with youth from diverse backgrounds, the Civic Service Agency is launching its new recruitment campaign targeting young people eligible for a mission (aged 16 to 25, up to 30 when in a disability situation) with a straightforward message: “Switch to Civic Service mode, find the mission that resonates with you.”
Nadia Bellaoui, President of the Civic Service Agency: “This campaign reaches out to youth in all its diversity. It invites each young person to pursue their passion through the experience of Civic Service. An engagement open to anyone ready to mobilize for a cause, while living a beneficial and formative experience.”
A new territory of expression to convince young people to become volunteers and switch to Civic Service mode
This communication campaign by the Civic Service Agency offers eight 15-second films and two 30-second ones, focusing on the various facets of youth: party-goer, nature lover, foodie... Everyone can live their passion and make it concrete through an experience that changes everything, both for themselves and for society: a Civic Service mission.
The campaign also aims to better position Civic Service among the options available to young people, reinforcing what it entails: compensated missions for people aged 16-25 (up to 30 in cases of disability) across a wide variety of themes and action modes.
Each young person takes us from their passion or interest to a Civic Service mission by flipping their smartphone, depicted in quick shots and dynamic cuts, aligning with social media trends. All conveyed through original music creation and the best spokespersons: volunteers who have genuinely completed Civic Service or are currently on a mission.
Are you an animal lover? → Act for animal protection through “environment” missions.
Are you a partygoer? → Conduct preventative action at festivals through “health” missions.
Are you a movie buff? → Make culture accessible to all through “culture and leisure” missions.
Are you a soccer fan? → Contribute to inclusion through sport via “sports” missions.
Are you a gamer? → Connect generations through “solidarity” missions.
Are you close to nature? → Protect natural spaces through “environment” missions.
Are you studious? → Promote access to education for everyone through “education” missions.
Are you a foodie? → Participate in food aid distributions through “solidarity” missions.
The campaign is presented in various formats: TV and audio spots, VOL, paper ads, DOOH, display, as well as on social media - Youtube, Twitch, Snapchat, and films tailored for TikTok. You can find it on this link.
The creative challenge with this campaign was twofold: to find a concept capable of speaking to young people amid the diversity of their situations and aspirations, and to shorten the path from their passions to the public interest to encourage action towards applying for Civic Service.”
Jean-François Martin, Senior Partner Insign
As part of this campaign, the Civic Service Agency was assisted by Insign agency, supported by Transfuges in production, Nabil Senhaji in direction, and Boby in photography.
